Chumbak signs up Sara Ali Khan as first celeby brand ambassador

Lifestyle brand Chumbak, has roped in actor Sara Ali Khan as its first celebrity brand ambassador. The partnership is expected to grow the business of the indigenous brand’s home decor and wrist watches categories. Khan has been signed over a medium term-contract and she will be promoting the brand’s products such as bed linen and table ware primarily on digital media. The partnership with Khan was to be announced in March 2020 but postponed due to the pandemic.

However, the company is happy with the new timing of the announcement since the proportion of sales of its home category grew from 25 to 70 per cent between the April-December period, despite stores being shut due to nationwide lockdown.

Due to Covid-19 outbreak, the brand’s home category has been doing exceedingly well compared to with other categories. With people spending more time at home the brand’s strategy fits in well with the new lifestyle of working women as they want to decorate their home spaces more now. With people curtailing travel plans and dining out due to the pandemic, young working population has more disposable income now.

The company, registered about 80 per cent recovery led by ecommerce. While Chumbak is aggressive on expanding product categories such as bed linen and dinner ware, partnerships and online presence this calendar year, the company is, however, on pause as far as expanding retail footprint is concerned. In fact, the company is downsizing a few stores where walk-ins are affected. Better locations with smaller stores is the brand’s new strategy. The brand expects full recovery by the first quarter ending June next fiscal.